COVID-19: The latest information about COVID-19. See ×

Personal Branding

Module Details
Audience: Executives
Duration: One Day
Location: Miami Herbert Business School, University of Miami


In the era of increased competition and open customer feedback, personal branding is becoming more important for executives.  Executives need to understand personal branding and the nature of owning a personal brand.  Similar to businesses, executives need to develop a mission statement for their personal brand and become familiar with reputation management and brand maintenance.

Miami Herbert Business School has created a one-day workshop for executives that helps them gain the necessary personal branding skills. They will learn the fundamental concepts and skills of personal branding, and the formulation of winning personal branding strategies. Specifically, the following topics are addressed in the workshop:

Leading Yourself (Interactive discussion)
  1. Who am I?
  2.  Why am I who I am?
  3. What do I stand for?
  4. How do I think others think of me?
  5. How do they in fact think of me?
  6. How do I think of others?
  7. How do they think I think of them?

Developing Your Personal Brand

  1. What is a brand?
  2. What are key characteristics of strong brands?
    • Continuous improvement 
    • Consistency
    • Authenticity
    • Integrity
  3. What is your reputation? How do you know?
  4. How do you build your reputation?
  5. Are you trustworthy? Are you trusting?

Leading Others (Interactive Case Study – Wells Fargo)

  1. How did Wells Fargo get into their mess?
  2. As a bank officer, how would you have responded to the pressure to open new accounts?
  3. What is the importance of RESPECT (for employees, customers, yourself)?

Leading Others (Interactive Discussion)

  1. What happens when you enter a room?
  2. What happens when you speak in a meeting?
  3. What happens after the meeting?
  4. Are you loyal to your colleagues and your company? How do you know?
  5. Who are your role models? Why?
  6. Are you a role model?

Exercises: Participants will apply the concepts of personal branding through exercises and case studies.

The seminar is taught by faculty experts who have researched the topics and have extensive experience working with firms.

Lead Faculty

Dean Quelch

John Quelch is the dean of the Miami Herbert Business School and University of Miami’s vice provost for executive education. He has a wealth of senior leadership experience, having previously served as the dean and senior associate dean at three internationally-recognized business schools. Prior to joining the Miami Business School, he was the Charles Edward Wilson Professor of Business Administration at Harvard Business School. Quelch is the author, co-author or editor of 25 books, as well as numerous business case studies on leading international organizations. He also is known for his teaching materials and innovations in pedagogy; during the past 35 years, his case studies have sold more than 4 million copies.

Linda Neider Linda Neider is Professor and chair on the Management Department at Miami Herbert Business School, University of Miami.  Her interests are in leadership and organizational effectiveness; transforming organizational cultures; human resource systems, health care management, training and development needs assessment; and survey design, development and analysis.

Back to top